PIOLA FRANCHISING

PIOLA FRANCHISING

The Perfect Ingredients For Your Success

- 2 -P IOLA FRANCH IS ING

The Perfect Ingredients For Your Success- 3 -

CONTENTS 5 The Company

7 Our Mission

8 Our Vision

9 Restaurant Units Growth

10 Business Concept

11 Our Core Values: Product, Service and Ambience

14 The Menu

18 The Piola Customer

21 The Website

22 Piola Magazine

23 AIP: Art Inside Piola

24 Eco-friendly

25 Social Campaigns

28 Merchandising

29 Creative Communication

30 Daily Promotions

31 Locations

33 In the Press

35 Did you know?

36 Architectural Design & Project

40 A Unique Business Opportunity

41 Franchising FAQ

45 Next Steps

47 US & International Franchise Development



The CompanyIn 1986 a new idea takes shape in the very heart of Treviso, Italy: reinventing the most quintessential Italian establishment, the Pizzeria. That idea has now become the brilliant reality that is Piola. The two founders, the Carniato brothers, have since spread their Italian success around the world. Piola is now the sought after restaurant of discriminating and trend-setting clientele in the United States, Canada, Mexico, Brazil, Argentina, Chile, Honduras and Turkey.This continuing overseas expansion is the result of a strong, internationally-oriented and experienced management team and organization. Piola SNC is headquartered in Italy and is the sole owner of the Piola brand, retaining the worldwide rights to the Piola registered trademark.


All locations are operating under strict license or franchise covenants in order to protect the brand. The Carniato brothers are still directly involved in the development and growth of the business and the Piola brand around the world.

Dante Carniato Stefano Carniato


Our MissionServe traditional Italian food...with particular ambience...special decor...great service... at affordable prices for all...making dining out an experience beyond just eating......

Our MissionServe traditional Italian food...with particular ambience...special decor...great service... at affordable prices for all...making dining out an experience beyond just eating...


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1986 1993 1994 1997 1998 1999 2001 2003 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2016

Our VisionBecome the first truly Italian worldwide restaurant chain to serve authentic Italian food in an open, modern and trendy atmosphere.


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1986 1993 1994 1997 1998 1999 2001 2003 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2016

Restaurant Units Growth

2012


Business ConceptAt Piola, the most genuine Italian tradition of simple and delicious food combines cleverly with a particular service and ambience for the demanding and modern customer, who chooses Piola aware of the fact that feeling comfortable is as im-portant as eating well. People from all walks of life and backgrounds meet and gather at Piola, knowing they can find their own space in a carefree atmosphere where well-being and good taste are perfectly balanced. Piola’s cuisine is rigorously Italian: simple and healthy. Piola’s pizza is thin-crust and well-cooked, but above all, its menu is very creative: classic Italian pizzas are complemented with many other creations, all delicious and original. However, Piola is more, much more: Piola has opened its doors to the Arts, hosting film premieres, book and magazine events, art exhibitions and many other social and artistic activities. Piola also publishes its own Piola magazine, the embodiment of that very Piola customer experience as it happens every day around the world. Of this forty-eight-page, full-color, yearly magazine, which is edited in Italy and translated in 5 languages, one hundred thousand copies are printed and made freely available at every Piola location.

Piola is the Italian-headquartered pizzeria chain with the largest number of locations outside Italy.


Our Core Values: Product, Service and Ambience The three main elements making up the Piola value proposition are:

ProductMain: Authentic Italian thin crust brick oven pizza with traditional and creative combinations.Collateral: complementary traditional Italian dishes such as Antipasti, Pasta, Salads, Carpaccio and Homemade Desserts.Extremely fresh ingredients.


ServiceOvertly friendly, youthful, fast, non-pretentious, very strong manager & staff interaction with clientele.

AmbienceHip but simple and non-pretentious, contemporary, all-inclusive, colorful, high-ceiling, professionally-prepared background music, high-energy yet comfortable, Italian-styled yet influenced by Piola‘s global presence.



The Menu Piola’s menu is rigorously Italian at its core.Piola also allows some room for specific creations in some of its restaurants throughout the world.Piola’s moderate pricing, combined with its menu variety and specialties, targets a wide consumer base.





The Piola CustomerBusinesspeople, musicians, artists, celebrities, surfers, “grungies”, students, “nerds”, designers, journalists, “nutballs”, ad-vertisers, politicians, doctors, owners, employees, grandfathers, sons, daughters, trend-setters.

Why?Piola is for all and accessible to all.Beautiful, good and simple, therefore timeless and always in fashion.It is Pop Culture, yet not commonplace.Piola is Pop-Chic.

Why does Piola appeal to everybody?The food and ambience at Piola attract people from all walks of life.Sometimes urban and sophisticated can mean arrogant and non-inclusive. On the contrary, the essence of Piola is comfort and accessibility.

Piola 2, 3 times a week...It’s at the top of the eating out places list.Dining at Piola is an extension of the time you spend together at home, in the workplace, at the movies, at the gym, any-where in the city. Just show up, you’ll be perfectly fine and comfortable.

If Piola were a personIt would be the kind of person you’d get along with from the start.Piola has a strong but very open-minded, easygoing personality, a good sense of humor, attitude, and ideas. It is smart, clever and very nice. Piola puts you at ease.


P-Pole


Piola’s Fun Staff


www.piolausa.comThe website is instrumental for promoting the Piola brand and drive more business.It showcases Piola to the world. Style and content are in line with all other Piola marketing tools.Information on the website includes company history, countries of operation, locations, menu and staff. It is constantly updated to provide the latest menu, promotions and events. Now also available for the iphone.


Piola Magazine Piola promotes its image and global customer appeal with a series of unique marketing tools. Piola Magazine portrays a lifestyle. It showcases essays, photos and artwork by famous designers, authors and photog-raphers, capturing the essence of Piola through its activities around the world. One hundred thousand copies are printed yearly in five languages.Food Culture here takes center stage.The Piola brand image is cleverly supported with wit, unique graphics and text treatments, instilling a sense of unity and belonging to the global Piola family.Piola Magazine is the official publication of the Piola brand and collected by customers worldwide.


Every Piola restaurant offers more than just great food and service. A complete calendar of art shows, promotions and events is planned for the public. All marketing activities are managed by Piola’s corporate team to ensure consistency of quality and style.Piola supports emerging local artists and art schools by organizing six-week rotating exhibitions. All art work is pre-approved by management.

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Eco-friendly

ReduceWe are always looking to improve our tablecloths, napkins,

to-go bags and pizza boxes. This means making packaging

thinner, lighter, or eliminating it altogether, using alternatives,

changing the manufacturing and distribution systems and

adopting new technologies. We are in a constant search for

environmentally friendly materials.

Re-useWe employ reusable materials in our facilities and distribution

whenever possible, as long as they do not compromise health

and safety standards and comply with all environmental and

security requirements.

RecycleWe are committed to the maximum use of recycled materials in

construction, equipment and restaurant operations.

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It‘Sup toUs

WECanbgrEE erne

www.PIOLA.it

ITALY | UNITED STATES | CANADA | MEXICO | BRAZIL | ARGENTINA | CHILE | EcUADOR | COLOMBIA | TURKEY



we can begreener

ZERO MILE PIOLA COMMITS TO PROVIDE

THE FRESHEST LOCAL PRODUCTS

FOR YOUR AND OUR

PLANET’S HEALTH

Zero MileZero Mile is an initiative aimed at reducing distances between producer and consumer. In a world where Big Agribusiness prevails, it is important to actively support a small-scale, sustainable and local production model.

This will contribute to reducing CO2 emissions produced when transporting food. Additionally, when promoting the direct sale of products, the producer can obtain a better and fairer price, thus contributing to the preservation of a major eco-nomic activity for the entire community.

Such criteria require the Zero Mile based diet to contain seasonal ingredients produced on a sustainable basis, even if not environmentally certified, and bought directly from neighboring producers. Zero Mile advocates a new gastronomy that includes good, clean, fair and planet-and-people-friendly products.

Many people may think of this as a new philosophy of life, but it is in fact a return to our roots. It may be difficult at the beginning to leave our current paradigms to embrace a more natural way of life, yet the results will not only benefit our body, but also our spirit and the environment.


Piola Merchandising Piola constantly designs and produces trendy merchandising and promotional items available for sale to customers at every location.


Piola Creative Communication Piola retains its own marketing and advertising agency in Buenos Aires. It is responsible for Piola’s concept creation, com-munication and worldwide marketing.


Piola Daily Promotions A calendar with daily promotions and special weekly events is prepared and designed specifically for each location.


Our LocationsPiola’s success has developed into a network of restaurants which includes 35 locations in 11 different countries.

Good opportunities for developing our business concept exist in virtually all countries, whether mature, new or emerging economies.

ITALY Treviso

USA Miami Beach, FL Hallandale Beach, FL Miami Brickell, FL Weston, FL Fort Lauderdale, FL Arlington, VA Washington DC Raleigh, NC Houston, TX

BRAZIL São Paulo Jardins São Paulo Morumbishopping São Paulo Shopping Jardim Sul Campinas Cambuí Campinas Alphaville Curitiba Batel Internatonal Airport GRU GRU-SP - TPS1 - Embarque GRU-SP - TPS3 - Check-in GRU-SP - TPS3 - Embarque Fortaleza Shopping Iguatemi São Bernardo do Campo Rio de Janeiro Airport Tom Jobin Porto Alegre Airport Salgado Filho

ARGENTINA Buenos Aires - Barrio Norte Buenos Aires - Palermo Hollywood

CHILE Santiago Las Condes Mall Plaza Vespucio Mall Plaza Norte

MEXICO Monterrey Tijuana Mexicali Merida Avándaro Metepec Valle de Bravo Santa Fe DF Cancún Playa del Carmen Hermosillo Guadalajara Juriquilla

CANADA Toronto

TURKEY Istanbul

COLOMBIA Cartagena

ECUADOR Quito Club Rancho San Francisco Quito Plaza Las Américas Cumbayá Guayaquil Mall del Sol


Some of our locations


In the PressFor a complete updated list of all media reviews please visit our website at www.piolausa.com

donde no había muchos re s t a u r a n t e sy mucho menos restaurantes transgre-s o res como el suyo. Piola inauguró en Argentina su pri-mera sucursal el 8 de abril de 1993 enla calle Libertad 1078, replicando lap ropuesta del de Treviso: pizza al estiloitaliano del norte (masa bien finita ypoco tomate), buena carta de tragos yun estilo desenfadado. Durante la pri-mera época, musicalizaba en vivo Car-los Alfonsín, hoy uno de los DJs arg e n-tinos más conocidos en el mundo.El éxito del lugar fue inmediato, no sóloe n t re los clientes, que esperaban hastauna hora y media para conseguir unamesa (lo cual se mantiene hasta hoyen días pico), sino también en elm e rcado gastronómico. Pronto, comen-z a ron a llegar otros restaurantes simi-l a res, como Filo, que abrió sus puer-tas un año más tarde, o los ya cerr a d o sFellini y Memorabilia. “Muchos deestos restaurantes inclusive contrata-ron a personal de Piola... ¡hasta se lle-

v a ron, nuestro pizzaiolo, el que habíantraído de Italia los hermanos Car-niato!”, dice Patricio Sorsaburu, queentró a trabajar a Piola como camare ro ,luego fue barman, después encarg a d oy desde 2004 es socio de la firm a :estuvo a cargo de la apertura de las 11franquicias que abrieron a partir eseaño en Centroamérica y Sudamérica,y gerencia las 15 que funcionan actual-mente en la re g i ó n .La barra era otro de los puntos atrac-tivos de Piola. “En esa época, los úni-cos lugares con algo de onda a los quese podía ir tomar un trago era elB a r-o-Bar o Down Town Matías. Losdemás eran los clásicos, como RondPoint o La Biela”, re c u e rda Sorsaburu .El trago emblemático de Piola es elS g roppino, un cocktail cremoso y a lavez liviano, a base de vodka y heladode mousse de limón, que se puedepedir por copa, pero también se sirv ecomo cortesía a todos los clientes dell u g a r, al final de cada comida.

EL SECRETO DE LA MASAEn contraposición a la propuesta dis-ruptiva de su ambiente, la comida enPiola tiene fuertes raíces en la tradi-ción: comida italiana, rica, sana ys a b rosa. “Famosi per la pizza”, reza elslogan del lugar. Y tiene sus motivos.Más allá de que salen ricas pastas( c a s e ros los gnocchi y los ravioli; deDe Cecco la pasta seca), las pizzas sonlas más pedidas. Desde las tradiciona-les Marinara (salsa de tomate, aceitede oliva, ajo y albahaca), hasta laCapricciosa (jamón cocido, champig-nones y alcauciles), hasta algunas dereceta propia como la Mantova (quesobrie, tomate fresco, rúcula y carpaccio

de ternera). Más allá de la calidad desus ingredientes frescos, la clave estáen la masa, que lleva un “ingre d i e n t es e c reto” (podés pedirle a Sorsaburuque te lo revele, pero seguramente seniegue) y en el horno en el que se coci-nan, alimentado a leña. Actualmente, la marca Piola tiene unmenú master de 600 recetas. Cadasucursal, de acuerdo a sus instalacio-nes y los productos frescos que obten-gan en el mercado local, elige 200 pla-tos que figuran en su carta. Ademásde pizzas y pastas, hay pescados, car-nes y pollo, y una buena variedadde ensaladas, como la Raff a e l l o(rúcula, queso brie, tomates secos,jamón crudo y cro u t o n s ) .La propuesta de la marca se comple-menta con Piola Magazine, una re v i s t aanual, distribuida en todos los Pioladel mundo, traducida a cuatro idiomas,que trata temas re f e rentes a la culturade la comida, el placer de la mesa y dela vida. La edición 2011 tuvo unatirada de 50.000 ejemplares.

PIOLA PA L E R M OMientras los locales Piola se multipli-caban por el mundo, aquí en Arg e n-tina, donde se había inaugurado laprimera sucursal, seguía habiendouno solo. Pero en 2010 (17 años des-pués de la apertura Piola Recoleta)vio la luz Piola Palermo. El nuevolocal, con capacidad para 120 cubier-tos, queda en Gorriti 5751, en la zonamás tranquila de Palermo Hollywoody sobresale por su patio y por su impo-nente barra, con una pared de leds dec o l o res inspirada en la obra másfamosa del pintor vanguardista PietMondrian. Según explica Sorsaburu ,el plan a mediano plazo es sumar dossucursales, una en el Bajo y otra enP u e rto Madero. Sin repetir y sin soplar: mencioná tre srestaurantes de Buenos Aires quehayan abierto hace más de 15 añosy todavía estén de moda. Responder es difícil. Sacando a losclásicos y a los viejos bodegones,cuesta pensar en un lugar que aún seaconsiderado moderno y tenga casi 20años de experiencia. Piola es uno delos pocos. Y ese dato se conviert een el mayor reflejo de su éxito.

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EN TODO EL MUNDOA partir de 1993 Piola co m e n z óa ex p a n d i rse por el mundo,s o b re todo en America, dondefuncionan 30 de sus 32 sucur-s a les (en Europa mantienen ello cal original de Treviso y unoen Estambul). En cada ciudad,b u s ca ron lo caciones est ra t é-g i cas, como en Nueva Yo r k ,donde en 2005 abrieron en 12y Broadway, a media cuadra deUnion Square. La expansión dePiola es amplia, pero cuidada.Trabajan con un sistema def ranquicias, pero nada dee n t regas llave en mano con unkit ready-made para abrirlo ca les. Inva r i a b le m e n te ,alguno de los socios inte r v i e n een la ele cción del lugar, diseñoy apertura del re sta u ra n te. EnE u ropa, Méx i co, Estados Uni-dos y Canadá (próx i m a m e n te )se ocupan los hermanos Car-n i a to. En Argentina, Bra s i l ,H o n d u ras, El Salvador, y Chile(donde planean tener 10s u c u rs a les en 2015), inte r v i e n eS o rsaburu, que asegura queplanean llegar a Perú y aC o lombia en los próximos tre saños. Pa ra averiguar por fra n-quicias y oportunidades denegocio, escribir a Pa t r i c i oS o rsaburu a sors a b u r u @ p i o l a . i t .

PNT piola 2/17/11 12:26 PM Page 4

As mesas campeãs « Comer e Beber 2010/2011 « VEJA Salvador

http://vejabrasil.abril.com.br/salvador/roteiro/restaurantes/as-mesas-campeas-44/[25/11/2010 19:07:49]

Mussarela, presunto cru, aspargo esalsinha: R$ 53,00

A MELHOR PIZZARIA

PiolaInstalada no complexo

gastronômico-cultural Pirâmide do

Rio Vermelho, mais parece uma

casa noturna. Tem pé-direito de 8

metros, lustres multicoloridos e um

enorme forno no meio do salão, que

muda de cor de tempos em tempos

— atualmente, está amarelo. O clima

de noitada é reforçado por trilha

eletrônica, garçons jovens e uma

caprichada seleção com quarenta

drinques elaborados pelo barman

Mateus Requião Ferrari. Morango,

pimenta dedo-de-moça, vodca,

curaçau red e suco de cranberry

compõem o dedo de padilha (R$

14,00). Já o ultraman (R$ 16,00) é

um frozen com vodca, morango,

grenadine (xarope de romã),

manjericão e limão. Às mesas, que

vivem lotadas de adolescentes e

universitários, chegam 42 sabores

de pizza de massa fina. Em dias de

maior movimento, a equipe de

pizzaiolos se desdobra para montar

até 500 discos com coberturas

como a verona (R$ 53,00), que leva

mussarela, presunto cru, aspargo e

salsinha, e a moderna (R$ 50,00),

feita de mussarela, tomate, rúcula e queijo grana padano (R$ 50,00).

Rua Conselheiro Pedro Luís, 113, Rio Vermelho, 3311-3300 (250 lugares).

18h/0h (sex. a dom. até 2h). Cc: A, D, M e V. Cd: M, R e V. Manobr. Ar.

(R$ 46,00) www.piola.com.br. Aberto em 2007. $$$

e los miles de re s t a u r a n t e sque funcionan en Buenos

A i res, sólo unos pocos logran ser ver-daderamente exitosos. Y dentro de esospocos, son contados los casos que, ade-más, traen un concepto completamentei n n o v a d o r, logran sostenerlo en eltiempo con éxito y se convierten en unmodelo a imitar. En esta última cate-goría entra Piola, un re s t a u r a n t eoriundo de Italia que llegó a la Arg e n-tina a principios de los 90, inaugurórecientemente su segundo local enP a l e rmo Hollywood (además de tenerun total de 32 re p a rtidos por el mundo)y sentó las bases para lo que hoy sonlas pizzerías modernas en la ciudad.¿Alguna vez te atendió un mozo que

no estuviera vestido de uniform e ?¿ Viste que muchos restós tienen unDJ que pasa música? ¿Notaste que hayrestaurantes que decoran su salóncomo si fueran museos de arte pop?Todos estos detalles, hoy fre c u e n t e scuando uno sale a comer, no existíanveinte años atrás. En esa época, laspizzerías mantenían una estética derestaurante barrial o bodegón, y casitodas ellas ofrecían un producto adap-tado al paladar clásico local: contun-dentes pizzas de media masa o masamolde, en algunos casos rellenas y conabundante salsa de tomate, de las cua-les es difícil comer más de tres por-ciones sin pedir un digestivo.P e ro mientras tanto, muy lejos de acá,en Treviso, en la zona del Veneto ita-liano, funcionaba un restaurante quedaba que hablar. Los jóvenes herm a-nos de Dante y Stefano Carniato habíana b i e rto en 1986 un lugar que ro m p í acon todos los códigos de los típicosestablecimientos gastronómicos yapuntaba a reinventar la pizzería. Esefue el comienzo de Piola, cuyo nombre

no tiene nada que ver con ser “vivo”.Piola, en el dialecto del Veneto, signi-fica “taberna”, u “hostería”. Allí los mozos atendían a los clientescon la misma ropa con la que habíanvenido de sus casas, cada pared dellocal estaba pintada de un color dife-rente y el salón estaba iluminado conlámparas de colores hechas art e s a n a l-mente por los hermanos Carniato. Elambiente era entre festivo y caótico yatraía a un público variopinto, queincluía desde artistas bohemios hastae m p resarios millonarios como RenzoRossi (dueño de la marca de ropa Die-

sel) y a su “colega” Luciano Benetton.Y fue justamente Benetton quien logróque Piola llegara a la Argentina.

DE TREVISO A RECOLETA¿O sea que si hoy comés una ricam a rgherita con tomate y albahacanatural debés estarle agradecido alseñor Luciano? Bueno… no paratanto, pero la historia cuenta que losC a rniato querían ampliar su negocioy fue Benetton quien les sugirió quevinieran a la Argentina, tierra fért i lpara desarrollar negocios en tiemposen que la convertibilidad recién nacíay un peso valía tanto como un dólar.Dante aterrizó en Buenos Aires en1992. Le habían sugerido dos loca-ciones para la apertura de Piola: elshopping Patio Bullrich, o algún locals o b re la avenida Figueroa Alcort a ,p e ro él eligió Recoleta, una zona

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casos de éxito por fotos:

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D

PIOLAun antes y un después en losrestaurantes de Buenos A i r e s

EN 1993 ABRIA EN RECOLETA PIOLA, UN RES-TAURANTE QUE IMPONDRIA SU ESTILO:AMBIENTE POP, SERVICIO INFORMAL Y COMIDAI TALIANA, SABROSA Y LIVIANA. HOY, MIENTRASSUMA SUCURSALES EN TODO EL MUNDO,INAUGURA EN PALERMO SU SEGUNDA CASAP O RTEÑA. ¿COMO HACE PARA MANTENERSEEN LA VANGUARDIA?

PNT piola 2/17/11 12:26 PM Page 2


ave you ever tasted authentic Italian cuisine? I’m not talking about your favorite local fast food joint that can deliver in 15 minutes. I’m referring to rich tomato sauces, homemade pastas and the freshest ingredients you can find. Well, look no further. Houston welcomes the international Italian franchise, Piola.

If you’ve traveled around the U.S. or even abroad, it’s a possibility that you’ve ran into a Piola. With locations in Atlanta, Miami, New York and even Buenos Aires, Piola offers the most genuine yet memorable Italian food around.

The new Houston franchise is ran by Italian brothers Bruno and Michele Cencini. On a trip to Miami in 2009, the brothers discovered a Piola. And after being blown away by the food, the brothers knew they had to share their new find with Houston.

“We felt that there was a void for true Italian food in Houston,” Bruno said. “There are a lot of great American/Italian restaurants here, but besides Dolce Vita, there’s a need for true Italian restaurants.”

And true it is. While visiting Piola, the menu offers a wide selection of pastas, salads and other traditional Italian eats. But it’s the pizza that Piola is most known for.

Now, we’re not talking about your double stuffed crust pizza with 12 toppings straight from a can. Piola takes us back to the origin of the pizza. Their oven-baked flatbread pizzas are hand made with specialty recipes, modern shapes and great flavors.

Some of their signature pizzas include items such as the Rio de Janeiro. It’s made with oven baked chicken breast, catupiry cheese and a little parsley. Then there’s the Calzone. It’s made with ham and fresh mushrooms in the traditional folded shape. And finally, there’s the Buenos Aires. A pizza made with mozzarella cheese, thinly sliced onions and oregano. But the twist about the Buenos Aires is that there’s no tomato sauce.

“We just don’t offer one kind of pizza,” Bruno said. “We offer it all from vegetarian to different meats. We have a variety for everyone.”

So, if you’re in the mood for a little Italian, Piola is the place to visit. With their competitive prices, cool ambiance and Midtown location, a great meal is just a short drive away.

Words Jacquari HarrisPhotos Sergio Santos

RICHAROMASAROMAS

Piola Brings True Italian Cuisine to Houston

H

JMGMAGS.COM


Did You Know?•TheoriginalPiolastartedoutasarestaurant.ThentheCarniatobrothersdecidedtobuildapizzaovenanditsoonbe-came famous for its pizza.

• InancientItaliandialect,theword“piola”meansaTavernorameetingplace.InArgentina,theword“piola”isusedasan adjective to describe something that is pleasing, fun, cool, or looked upon in a very positive light - what a coincidence!

•Ourpizzadoughismadefreshdailyusingfilteredwater,flour,vegetableoil,freshyeastandseasalt

•OurmostpopularpizzaistheMargheritapizza-tomatosauce,mozzarellaandfreshbasil-thecolorsoftheItalianflag.

•Piolaservesanddeliversmorethan2.5millionpizzasayear.

•Eachrestaurantservesanaverageof2,500customersaweek.

•RegularcustomerseatatPiola2-3timesaweek.

•Someofoursuccessfulfranchiseesandpartnersownorco-own2,3ormorestoresandhaveseentheirprofitsgrowconstantly.



Scale

LocationCanadaTorontoBohemian Embassy1093 Queen Street WestUnits 09 & 10

Notes

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11,00162,00

11,00122,00

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11,00285,15 438,00 231,50

11,0064,20

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148

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3,05 m2 3,05 m24,06 m22,03 m2

0,68 m2

5,76 m2

18,51 m2

9,68 m2

2,24 m2

81,15 m2

28,82 m2

23,32 m2

11,99 m2

31,60 m2

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STAIR

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womenmen

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restroommen

restroomlockers staff

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entrance

exteriorpatio

66 seating

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storage

P-CDN-YYZ-BE-layout

Ground Floor

11-06-10

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Architectural Design & ProjectTo ensure company standards are met, our architectural team will exclusively design and prepare interior and exterior building and equipment layout plans, according to each particular location and local requirements. Construction costs and time will be minimized while guaranteeing the best results in terms of design. Caring about each single detail is a funda-mental part of Piola’s success. Our team will monitor and streamline all building and construction processes. Franchisees will hire a local architect and General Contractor to follow our location design layout and guidelines, prepare Electrical & Mechanical drawings and submit complete plans to local authorities for permitting and certification. Our architectural team will oversee and approve all research, recommend and approve all materials, equipment and official drawings and com-municate solely and directly with the local architect and GC. All permits, certifications and insurance approvals for project related materials and layout are the sole and full responsibility of the local architect/engineer hired by the franchisee. The total duration of architectural, building and construction processes will vary according to the promptness and accuracy of the information provided to our architectural team prior to beginning of the project and before each of the three planned site visits.


Standard Location


Example only of a standard location. Design and layout are subject to changes.


A Unique Business PropositionPiola is unique in that it offers an appealing, spontaneous and truly Italian restaurant experience supported by a manage-ment team with over 25 years of restaurant experience.

Customer Benefits & PositioningPiola is the ‘feel-good-and-easy’ pizzeria because of its genuine, contemporary authenticity, unpretentiousness, great food, good value and attentive staff, making you want to come back again and meet with friends. It is particularly targeted to the urban consumer in the 18 to 45 age range. Most pizza restaurant concepts live off of their “ties” to Italy, whether real or not. This is clearly evident in their decor and style of service. The Piola difference is that it is ‘real Italian yet contemporary’ (no need to exacerbate pretend-“Italianess”) and globally-inclusive. Piola appeals to the consumer who values a nice at-titude and the desire to enjoy life, regardless of age and demographics. Customers typically say Piola is a fun place to eat.

Market PotentialA recent survey of chain restaurants (NPD Crest) in the US shows that so-called “Italian” restaurant chains generate about US$40 Billion of revenues, including pizza chains (about US$15 billion) and excluding unreported revenues of local, independent pizza and “Italian” restaurants. This trend is reflected worldwide.

The Piola keys to successI. Location manager with the “PIOLA Attitude”, under constant training and support.

II. Location close to natural foot traffic, but not necessarily on the “in” street. Due to its relatively low-priced menu, Piola is a ‘natural’ in the proximity of cinemas, theatres, and other attractions providing a meal solution for “a night out on the town” and lunch alternatives in the day.

III. Uniformity of the concept’s look and feel at every location (i.e. marketing, construction and maintenance oversight).

IV. Better-than-the-competition cost control in all management aspects of the operation (i.e. streamlining of operations, menu, pizza technology, commissary, marketing material development, design and printing).

V. Product and operational consistency (manuals, guidelines, staff training, centralized marketing).

VI. Promoting a unique-selling proposition to trade and consumer.


Franchising FAQWhat is the initial franchisee fee to become Piola franchise?The initial franchise fee for a U.S franchise is $50‚000 and half of it is due at the time the franchise agreement is signed, the other half is due no later than 270 days after signing the agreement or, or the date the Franchised business opens for business, whichever is earlier. In return you will receive intensive training, manuals, set-up assistance and on-going support. The ongoing royalty fee is 5% of your total gross sales.

How much does it cost to open a Piola franchise?The cost of opening a franchise is dependent upon many factors including location‚ size‚ what occupied the space previ-ously and whether it is new construction or not. Startup costs range from $450‚000 up to $1,200,000. Piola request that potential franchisees have 30%-35% of the total investment in liquid capital, have a net worth to cover 100% of the total investment t and good credit ratings.

Do you offer financing?No‚ but Piola will assist you in any way possible. However‚ we have no influence on the decision of third party financing sources.

How much money can I expect to make operating a Piola Restaurant?As with any business, this depends on several factors. While choosing a great real estate site is important, the most import-ant factor is you and the effort you invest into your business. While we cannot tell you how much money you will make, we will provide you detailed information on the financial performance of typical a PIOLA unit. In addition, during your application process you will have the opportunity to speak with other PIOLA franchisees about their experiences with the PIOLA brand.

Do I need to have pizza making experience? What type of experience do I need to have to own a Piola Franchise? While it is beneficial‚ pizza making or restaurant experience is not required. Our training program will prepare you for all aspects of running your Piola operation. We would like for our franchisees to have a strong passion for Piola and its core values. Franchisees must also have a customer oriented attitude, a strong desire to succeed and grow, a great business sense and comprehension of the Piola model. In addition you must have the ability to run all aspects of a business including employment, daily operations, and the ability to adhere to the Piola franchises structure and standards.


Do I need to work in my Piola restaurant?Although we do not officially require it‚ it is strongly recommended that a franchisee be an owner/operator. We would like at least one partner who maintains a 50 percent ownership in the operating company to be involved full-time in day-to-day operations. We have found over the years that the most successful restaurants are owner operated.

What are some of the criteria for selecting a typical Piola restaurant?The typical Piola restaurant is between 2,000 and 3‚200 square feet. Close to natural foot traffic, but not necessarily on the “in” street. Due to its relatively low cost, Piola is a natural in the proximity of cinemas, theatres, and other attraction in order to provide a meal solution for “a night out on the town”.

Who is responsible for selecting a location?Location is a very important factor in the success of your Piola Restaurant. While it is the responsibility of the franchisee to find a suitable location‚ we will provide assistance in site analysis. We also require a final approval from us for all locations.

Can I get my own territory?Yes. We will mutually establish an exclusive territory‚ adjusted to marketing conditions and population density within which you have exclusive rights.

What kind of training do you offer?We will only succeed if our franchisees are successful‚ so we are committed to providing top-notch training and support. Piola franchisees receive initial training for two weeks onsite prior to opening and up to four weeks after opening for a total of four to six weeks of onsite training. In addition to the initial training we also provide our franchisees with refreshments sessions, seminars and other training as needed.

Do you provide continuing support to franchisees?You will receive the Piola’s operating manual covering the many important facets of your business operation. As the manual is updated‚ revisions will be made available to you. A Piola representative will periodically visit your store to offer useful advice and efficiency recommendations for your location.


Do you sell franchises in the state where I live?Currently‚ the following states in the U.S. require registration before offering and sale of franchises: California‚ Hawaii‚ Illinois‚ Indiana‚ Maryland‚ Michigan‚ Minnesota‚ New York‚ North Dakota‚ Oregon‚ Rhode Island‚ South Dakota‚ Virginia‚ Washington‚ and Wisconsin. If you reside in one of these states‚ our franchise must first be registered by your state before we may discuss the franchise with you. If you would like to know the status of our registration with your state please contact us for additional information.

Which qualifications must you I fulfill?Not everyone can become a Piola Franchisee. We are looking exclusively for people with real business personality who can identify with Piola and who are interesting in entering into a long-term partnership. You should be able to meet the following criteria:•Youmusthave30%-35%ofthetotalinvestmentinliquidcapital,andhaveanetworthtocover100%ofthetotalinvestment.•Goodcreditratings.•Leadershipqualities.•Abilitytoworkinateam.ApplyingthePiolaconcepttoyourrestaurantmeansthatyoumaynotalwaysbeabletomakeall decisions by yourself, even though you are independent. Only by means of applying the concept uniformly will our con-cept achieve uniform presence in the market.•Priorknowledgeoftheindustry.

What is the next step?If you feel you meet the initial criteria and are interested in franchise opportunities please contact us and a Piola represen-tative will contact you with more information about the process to become Piola Franchisee.



Steps To Become Piola Franchisee•AfterreceivingyouremailorphonecallrequestinginformationaboutbecomingPiolaFranchisee,wewillsendyouviaemail our Franchisee Brochure and Application.

•CompleteourConfidentialFranchiseApplicationandreturnittothePiolacorporateoffice.

•YourapplicationwillbereviewedbyoneofourBusinessDevelopmentReps.whowillcallyoutodiscussitingreaterdetail.

•IfyourapplicationhasbeenapprovedwewillthenpresentyouwithPiola’sFranchiseDisclosureDocument(FDD)foryour review.

•Aone-on-oneinterviewwillbesetupatourcorporateofficeoratanyoftheavailablePiolaRestaurants.Duringthismeeting you will have the opportunity to ask any questions regarding the franchise agreement, as well as a birds-eye view of our operations.

•WiththehelpofyourBusinessDev.Rep.youwillprepareandsubmitafinancialplanusinga“Typical”Piolarestauranttemplate.

•YouwillthenidentifyasiteforyourPiolarestaurantandsubmitthesurveyforourapproval.

•Afterasitehasbeenapproved,uponourmutualconsent,wewillthenenterintoaPiolaFranchiseAgreement.Anyfeesthat are due will need to be paid at this time.

•PiolaArchitecturalandDesignteamwillsubmittheconceptualdesignlayoutrequirementstoyourlocallyhiredArchitect.

•YourlocalArchitectwillcompleteandfinalizethedrawingsaccordingtothelocalauthoritiesforpermittingandcertifi-cation.

•ObtainyourpermittostartconstructionofyourPiolafranchiseandbegintheworkprocesswithyourGeneralcontractor.

•FinalizeconstructionandrequestyourCertificateofOccupancy,alongwithotherlicenseandpermitsasneededfromthe local authorities.

•Ourteamwillarrive2weeksbeforetheopeningdatetostartyourpre-openingtrainingsessionandtohelpwiththehiring process.


•Aftercompletingyour2weekspre-openingtraining,youcannowhaveyourGrandOpening.

•Receiveupto4weeksofpost-openingtraining–ourtrainerswillbeavailableonsitetohelpandassistyouwiththeback and front of the house operation.

•EnjoyyoursuccessfulPiolafranchiselocation!


US & International Franchise DevelopmentPiola is always looking for passionate, experienced partners to help us expand into new markets as we continue to grow our brand in the US.

For franchising opportunities in the USA please contact:Global Italian Food LLC333 NW 23rd Street, Miami, FL 33127 Email: [email protected]

For International franchising opportunities please contact:Fabio MelloniPh: +39 (331) 4784605Skype: piolasncEmail: [email protected]

This document provides general information only. None of the information described above may be considered as any form of offer, pre-agreement or any kind of business proposal

neither establish any form of commitment or binding between Piola SNC or any of its worldwide affiliates and agents with anyone or any firm in posses of this document. It does not

represent any kind of franchise proposal or offer. There are some countries and states that regulate the offer and sell of franchises. If you are a resident from one of these countries or

states and are receiving this document in one of these countries or states, we will not offer you a franchise unless and until we have complied with any applicable pre-sale registra-

tion and/or disclosure requirements in the applicable jurisdiction. Any economic information contained in this document is a projection only and may be used only as a reference.

Actual economic data and local values will change sensibly.


Est. Italy 1986ItALY | UNITED STATES | CANADA

MEXICO | BRAZIL | ARGENTINA | CHILE

TURKEY | coLOMBIA | ECUADOR

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